| After entering the era of new media,the high activity of public opinion field poses new challenges to government governance,and the trust of local government is also faced with great impact.In this context,local governments take the initiative to adapt to the "Internet plus" trend,open government We Chat platforms,and constantly put forward government service upgrading measures to adapt to the new media environment.Government We Chat,as a special segment of media,is an important window for local government publicity.Whether it can help restore government trust is an urgent issue to be discussed.The trust relationship is based on the good perception generated in the long-term interaction between the two parties.However,the existing academic researches mainly focus on the We Chat account of government affairs to explore the influence of its communication methods and strategies on government trust,and pay insufficient attention to the microperception of the public.In addition,based on the trust pattern of differential government with strong central government and weak local government,the low trust level of local government,as the basic implementation unit of central policy,needs to be paid more attention by academic circles.As the capital city of Guangdong Province,which is a major scientific and technological city,Guangzhou enjoys high popularity and application of government We Chat.This study selected the users of Guangzhou government We Chat as the research sample,which is representative to some extent.Based on the Use and Gratification theory,this thesis introduces government transparency as an intermediary variable on the basis of referring to the existing research,and tries to explore the influence path of government We Chat use on local government trust.Through questionnaire survey and in-depth interview,this thesis sorted out and analyzed first-hand data.The research results showed that both the frequency of government We Chat and the evaluation of government We Chat by the public had a significant positive impact on the trust of local governments,and the evaluation of v We Chat played a more important role.Government transparency plays an intermediary role in the use of government We Chat and the trust of local governments;In the sub-dimension of government We Chat evaluation,reliability,responsiveness and wisdom evaluation of government We Chat all have a significant positive impact on local government trust,while convenience is considered to have no impact on local government trust.Based on this,this thesis believes that government We Chat provides a possible way to improve the trust of local governments,that is,the promotion of government We Chat can not only directly improve the trust of local governments,but also improve the trust level of local governments by enhancing government transparency.Finally,on the basis of empirical research,this thesis puts forward corresponding suggestions for local governments to improve the trust of local governments by using government We Chat: Based on public demand,change the concept of development;Deeply cultivate the content of the platform to improve the evaluation of the reliability,wisdom and responsiveness of government We Chat;Increase publicity efforts to improve the utilization rate of government We Chat users;Implement differentiated positioning and build local government We Chat matrix;Make government affairs more open and build a transparent government.At the same time,the limitations and future development direction of this research are further summarized,in order to enrich the research on the use of We Chat in government affairs and the trust of local governments,and to provide strategic suggestions for government governance in the new media era. |
